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Counterfeiting and brand protection is no longer just about buying a fake Rolex from a market or getting the latest Lord of the Rings installment on DVD whilst it’s still in the cinema. Spurred on by internet marketing, sophisticated new print techniques and lack of adequate protection, branded products are under attack like never before.
By 2003, losses due to counterfeiting were estimated to account for about 10% of world trade. With a growth rate of 30% a year, it won’t be long before the black market overtakes genuine markets. The cost is staggering: the fake economy is now worth a business-busting $600 billion a year. In the past, many brand owners have shrugged the numbers aside, believing the problem to be restricted to high profile software or music industries. However, the fastest-expanding black economy is now in food, drink and pharmaceuticals. In turn, this threat will seriously affect the printing, packaging, label and coding businesses as well as their brand owner clients.
This new study from Smithers Pira is designed to provide an overhead view of the technologies now available to these types of company. It has a particular emphasis on disruptive innovations such as online brand protection, digital watermarks, low-cost RFID and DNA anti-counterfeit chips. It also looks at new generation versions of more established security devices such as holograms, barcodes, inks, papers and machine-readable codes.
The study reports on how brand attacks are affecting key sectors such as food, drink and pharmaceuticals. Where are attacks taking place, what is the nature and scale of the threat and what can be done to fight back?
A series of in-depth case studies gives an insight into how other brand owners are beginning to incorporate security devices into packaging and labels. Learn how:
• NBA is protecting its merchandise through high-tech holographic labels
• Marks & Spencer is tagging food and clothes with RFID
• US golf ball manufacturers are using a combination of 2D barcodes and security inks
• A pharmaceuticals firm is deploying holographic blisterpacks
Included with the study is a business directory of over 100 major brand protection technology suppliers. Each is listed in full with product profile, contact details, internet and email addresses. All businesses need protection from the rising scourge of brand attacks, this new study is the first line of defence.
Who needs this study?
The study is designed for anyone needing an insight into the range of technology options available today and tomorrow. This includes the whole product-package-print supply chain:
• Brand owners – production and brand protection managers
• Packaging providers
• Security technology device suppliers
• Security printers
• Labels printers
• Print equipment manufacturers
• Inks and paper suppliers
• Hologram manufacturers
• Suppliers of security technology equipment
Business benefits
• Understand how brand threats will affect your business
• Buyers guide to what’s available
• Work out which devices can suit your needs and budget
• Comprehensive set of contacts
• Easy-to-read guide to how the technologies work